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FirstCry is India’s largest community and commerce platform for parents
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Mahindra Retail combined with the online prowess of to become the biggest retail player in the mother and childcare segment.

It has established itself as India’s largest baby and kids’ vertical player with a base of more than 1 Crore parents. They pioneered the omni-channel strategy in India, a strong network of 300+ retail outlets by adopting it right from the inception in 2009/2010.


FirstCry has built a franchisee led, capital-efficient and omni-channel business model.

They are focused on serving diverse parenting needs, providing plenty of options for consumers to choose from – be it brands, designs, prices or products. It is well poised to expand its business model globally and build one of the largest parenting community.

Message from our leadership
Message from our leadership

Mahindra Retail, while continuing to struggle with its business model, did clearly entrench the Mahindra brand with strong positive credibility among all its customers during the period it was an independent entity.

Zhooben Bhiwandiwala

President- Mahindra Partners & Group Legal
Member of The Group Executive Board